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Swatch Touch Watch Review

admin — Mon, 26 Mar 2012 07:01:05 +0000

I am watching a video right now on Swatch's website that is a TV commercial for the Swatch Touch watch. I haven't actually seen it on television, but then again I am not likely watching the right channels. The video is graphical and friendly and MC Hammer's famous song from the early 1990's is playing. Only Swatch changed the lyrics from "can't touch this" to "can touch this." I wonder what percentage of the target demographic recalls or is aware of the song in the first place? This is a watch clearly aimed at generation Y and younger. For me, the song is a distant reminder of grade school.

Swatch Group's Tissot came out with the T-Touch in about 1999 I believe. It was probably the first watch that I know of that utilized a touch screen to access some of the functions. Now over a decade later, the T-Touch is one of the brand's strongest sellers. Only recently have you started to see touch screen watches in lower-priced variants across other brands. The Swatch Touch retails for about $149, much less than its bigger Swatch Group family brother which averages about $1,000.

Touch screen watches today have two main purposes. First is to help watches achieve a more seamless look devoid of such utilitarian perturbances such as buttons and crowns. Frankly, I don't mind a few buttons and crowns, but then again I am not a chic Adobe Illustrator savvy designer. Second is to appeal to the touch-screen generation. All the iPhone, iPad, and other tableters out there just can't get enough of poking and prodding their way through product interfaces. So, watches need to follow suit to stay hip right? Well that is the idea at least.

Without any buttons, the all digital Swatch Touch has a "touch region" on the lower half of the screen marker with three indicators. You touch the far two indicators at the same time to activate the touch response, and then you can either change the settings or literally swipe through the functions. There is a assuring beep and actually a small tactile response when your command is registered. Once you figure out where to move your finger, your swipes are pretty much always registered. The swiping part was important to Swatch given that today it is not just about mere touching, but also gestures.

I have to say that the system works pretty well. No real lag times, and the system is responsive. The watch is what it is and isn't very confusing. Functions include the time, second time zone, alarm, chronograph, and date. There is also a backlight. With only a minor learning curve, the piece is easy to use - but you do need to learn how it works initially. The most quirky part of the watch is the display style. The strange looking font is meant to be unique and modern, but can hamper legibility until you get used to it. The main display focuses on the seconds counter while the time is read below. These are numerals you either will or will not get used to over time. The kids won't have much problems though.

The Swatch Touch is a bit larger than you might think (at 39mm wide). It makes for a good men's size, and a large size for girls. Swatch however considers it a unisex watch with colors for men and women. Guys get black and camo, while girls get pink, blue, and purple. Everyone can enjoy the white version. The curved plastic case is comfortable, with good textures and a silicon strap that isn't as "sticky" as some others. The case is water resistant to 30 meters and I like (similar to many Swatch watches) that the battery compartment is easy to get to on the back of the watch.

Kids really need to start wearing more watches these days and the Swatch Touch is a good choice. It combines a lot of desirable traits. It isn't boring, it is digital without looking like a calculator, the UI is meant to be different, and it doesn't look like dad's watch. It is still a watch however and will help them graduate to bigger and better things in the future. I am not saying that adults can't enjoy the Swatch Touch either, but Swatch is clearly targeting a younger demographic, so I am evaluating how well they succeed.

The Swatch Touch watch retails for $149 and is available online and in Swatch Touch stores. It likely makes a good gift for a youngster and will be a fun watch. You might want to make sure the size works for them and that they like the style of the digital numerals. As a watch produced for a specific purpose I would say that Swatch did a pretty good job, but in the end it does not really offer functionality that buttons and a crown have failed to provide.

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Swatch Jeremy Scott Melted Minutes Wrist Watch & Hypnotic Heart Pocket Watch

admin — Thu, 13 Oct 2011 07:07:25 +0000

Swatch's new resident weirdo designer Jeremy Scott follows up his first collection for the watch brand with another less than a year later. I first discussed the Jeremy Scott collection of watches for Swatch here - focusing on the Lighting Flash Watch that I thought was pretty cool. There are five new ones now, arguably more strange than the first collection.

For me the weirdest piece is one done in a sort of naked color tone with a burnt/melted dial. Mr. Scott - wearing strange hair as always- calls it the Melted Minutes watch. I envision it as art for art's sake and would see no reason or purpose to wear it. At best it looks a Swatch assembly line production accident. Even with Scott's ostentatiously unorthodox fashion sense, I don't see many outfits where this melted dial watch fits the bill at all. Passionate Swatch collector's might see things differently though.

Probably the most interesting piece is not a wrist watch at all but the Swatch Jeremy Scott Hypnotic Heart pocket watch. This is not only an extremely rare Swatch pocket watch but also a more cohesive design that arguably has a more mainstream appeal. Swatch is pretty hush on technical specs as these are being touted for the fashion market, so I don't know what movement is powering this uber pocket watch.

As you can see from the image of Scott wearing the pocket watch around his neck like an alternative universe Flava Flav (who is also arguably from an alternative universe) the piece is rather large. Still, Scott seems to suggest that you can wear it in your [giant] pocket, around your neck (with a red matador jacket), or hanging off your purse. Jeremy, what purse do YOU usually tote around? Then again, the Hypnotic Heart pocket watch might not be that large at all. Rather, Jeremy Scott might just a little guy! You should also know that the Swatch Hypnotic Heart pocket watch will be available as a limited edition of only 777 pieces.

All this Jeremy Scott business got me thinking about what this man is all about. I had a feeling that you really couldn't tell his personality (well all of it) just by seeing him in posed pictures. Though he does like shooting off the "magnum" look from Zoolander. I've included two videos here that are interviews of Mr. Scott. Why two? Well the man speaks French, so for the readers in France and Switzerland, you can learn about Jeremy Scott in your native tongue. I also envy him for being able to always dance while speaking.

Honestly, Scott seems like a nice chap. Though he does seem to have an insatiable desire to combine two unlike things for the sake of fashion/confusion. Aside from the Melted Minutes and Hypnotic Heart watches there are three other pieces that don't stimulate me as much. Those are the Double Vision watch (with more hypnotic spirals and two dials), the Swatch Punk (with a very long strap and leopard print), and Swatch Portrait (more like Jeremy Scott Portrait) which is a revision on a piece from the first collection. Look for these watches available in October 2011.

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Swatch Touch Watches

admin — Tue, 27 Sep 2011 22:04:36 +0000

The T-Touch technology from Tissot watches (developed for them by ETA which, like Tissot, is Swatch Group owned) is finally making its way down-market to Swatch. This will debut in a new collection of watches called the Swatch Touch. These fun digital timepieces will come in a host of colors and have no pushers/button. Rather, all the functions of the watch will be activated via touching zones on the dial.

The digital dials on the colored plastic cases are LCD displays in various colors. The numerals have a unique rounded styles to them that you'll love or hate. The cases are a bit barrel-shaped and integrate with the straps. I am not sure about the size of the watch but they shouldn't be too small. Price for the Swatch Touch watch will be $149.00. More details from Swatch:

"Swatch Touch 2011 models give touch-screen access to six digital functions: time (2 zones, t1 & t2), date, chrono, alarm, timer and beep. Users sweep through the functions with ease using finger-taps and sideways scrolls—no pushbuttons—and can activate the screen’s built-in backlight to assure readability under all conditions. Revealing Swiss-made quality throughout, Swatch Touch’s 2011 curved plastic glass display and coloured LCD present Arabic numerals in a big, stylish font designed to fit the shape of the watch. Ergonomic in every detail, the smooth integration of the watch head and strap makes Swatch Touch 2011 a real pleasure to wear."

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Swatch Jeremy Scott Lightning Flash Watch

admin — Sat, 16 Jul 2011 09:59:51 +0000

I just had to have this watch when I saw it. It was like Flash Gordon on my wrist. This lighting bolt Swatch is a clever version of the famous watch designed - not by Flash Gordon - but by fashion designer Jeremy Scott. The bold looking timepiece is, by all accounts, a fashion watch. It is for show and fun and truly succeeds at being a spectacle.

Speaking of spectacles, have you seen Jeremy Scott? His sense of fashion is like mash-up meets comic book. He actually designed three special watches for Swatch - including this Lightning Flash, the Winged Swatch, and the Swatch Opulence (with the frame). The winged Swatch goes well with those wildly colored winged shoes from Adidas he's wearing.

Scott's sense of style is most assuredly insane, however, I happen to appreciate the creativity. In fact, I think I need to start wearing black and pink matador jackets more often. Those would totally go with my... BMX biking pants or ... Something?

None of these watches are limited editions they though it is likely that they will not be super easy to find as well as not made forever. I think they are all pretty cool from a novelty standpoint, but the Lightning Flash spoke most to me. Plastic and 41mm wide, this watch is part of the "New Gent" collection. Inside, it has a Swiss ETA quartz movement. The dial is yellow in the black case with just the Swatch logo and black lighting hands. Like something from a comic book page, the straps are black and white lightning bolts (even the strap ring) and made from silicon.

Wearing it is fun. What can I say? I like the look of it! But it's not really for daily wear - much too loud for that. I love that Swatch works with creative people like this and constantly offers the world affordable fashion watches that, sometimes, are a big hit like this one. You can find the Swatch Lighting Flash and the other Jeremy Scott Swatch watches for $70 each. You can buy the Lightning Flash watch model direct here.

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Swatch Celebrates The 2010 Vancouver Olympics: Happy Games, Sporty Friends, & To The Top Watches

admin — Fri, 12 Feb 2010 08:03:32 +0000

Fun watches for the 2010 Vancouver Winter Olympics from Swiss Swatch. These seasonal watches are pretty neat - for the occasion. Here is a mini review of the trio. Each has a function aside from being Olympics related, that is except the "Sporty Friends" watch, which has an image of the Vancouver Olympics cartoon mascots. Back to that in a moment. By the way, this month I am giving one of each of these watches away on Luxist.com. Once a week until they are all handed out. To enter you can look for the giveaway posts here at my Luxist page.

The three watches aren't a limited edition as far as I know, but are likely only part of a special production for this season and after that will end. So they are good thing to get if these winter Olympics games is special to you. Prices are quite reasonable at between $55 - $110 dollars each.

Most mainstream of the three is the Swatch "To the Top" watch, that is 41mm wide in plastic (these are Swatches, they are most all in plastic). It has a legible dial with snowy winter games colors and Olympics imagery. Inside is a Swiss quartz chronograph movement with a 10 hour chronograph. The strap is multicolored silicon that is comfy and looks pretty neat. The colorful timepiece helps get you in the mood for sporting events and is affordable enough so that it isn't something you need to worry much about getting dirty after roughing around with it. Price for the To the Top watch is $110.

Next is an interesting watch for skiing enthusiasts. It is the Swatch Happy Games and features Swatch Snowpass technology. Basically there is a small chip in the watch that can be loaded with a ski resort daily, weekly, seasonal (or other term) lift ticket. Instead of carrying around the actual ticket to show at the turnstile, you just wave your Happy Games watch against a sensor at about 700 or so participating ski resorts. It is a cool feature to have in a watch. For more information about using Snowpass and participating resorts you visit the Swatch Snowpass site here.

The Happy Games watch itself is the most classic Swatch looking, but with slightly stylized face with a little pattern on the dial and skeletonized hands. The white dial looks good with the textured gray silicon strap and the Vancouver imagery. The clearish plastic case is 38mm wide and the watch retails for $75.

For girls or young kids there is the Swatch Sporty Friends. One of the more unique pieces, this watch is smaller in size with a silvered dial, clear plastic case and blue silicon strap. The top part of the strap is fitted with an image of the Vancouver Olympics sporty friends mascots. You can see this duo right at the 2010 Vancouver Olympics official website. Fans of these characters can now have them on a watch. No, it isn't for me, but I am not an 9 year old girl - who the watch is more meant for. While the watch is off the wrist you can see the image well, but when you are wearing it, the image is sort of lost on the far side of your wrist, and on-lookers will only see it upside down. Odd placement by Swatch of the characters, as it feels the watch is better meant for box display. At 34mm wide in size, price for the Swatch Sports Friends watch is a reasonable $55.

So all you Swatch or Olympics collectors check out this collection specially available in 2010 for this season only - each of them is available direct from Swatch.

Don't forget to follow Swatch here if you use Twitter.

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Swatch Automatic Chrono Watch Giveaway Winner Is Happy

admin — Thu, 21 Jan 2010 08:13:21 +0000

Last month you were able to enter for a chance to win a free Swatch Automatic Chrono watch from aBlogtoRead.com. The winner has received the Swatch watch and has been enjoying it, and has sent me a few shots of the watch as a follow up. Congrats to Andrew D. winning the new Swatch watch and I am glad that he enjoyed it. The timepiece is really making a bit splash with a well priced automatic chronograph Swiss movement and fun styling. Don't forget to enter for this month's aBlogtoRead.com Giveaway for a chance to get a free US made Orbita watch winder.

Here are some words about the watch direct from the winner:

"As soon as I found some free time I quickly opened the box to experience my first ever Swatch. The first thing that struck me was the packaging. Truly Swatch! In keeping with their famous Jelly watches it appears as though they have Jelly Boxes too. Upon seeing the new Chrono my first thought was "boy it's big" I have a small wrist and until now my largest watch was a 42mm Fossil. I was hesitant to put on the chrono but nothing ventured nothing gained. This watch is extremely light. Deceptively light for the size of it even keeping in mind that it's plastic. For the first few days I'd forget it was on my wrist. I could've been wearing my vintage La Salle for all I knew. It's actually a joy to wear this large watch without the weight and that may be why I find it so comfortable. The other plus is knowing I've got a Swiss chronograph on my wrist. I like the small splashes of blue on the inner bezel at the hour markers to match the second hand and I love that I now have a Swatch. I was surprised how firmly I need to press on the pushers. Moreso the Reset than the Start and Stop. I found the Lume is very bright but fades astonishingly quickly BUT retains a dull glow for a fair bit. I like the almost mirror like quality of the dial but I found that when the hands where around the 9 o'clock they got lost amongst the the subdials because they're skeletonized/ladder type. I was also surprised to see Swatch AG 2008 on the dial when the watch is the Winter/Fall 2009 collection. I'm curious what that 2008 refers too. Also I'd add an extra keeper for the strap, one that doesn't move. Overall I'm thrilled with the watch and will probably be wearing it for a while before another beckons to be worn. Thanks again to you and Swatch and I look forward to more of your blog."

Stay tuned for more giveaways regularly from aBlogtoRead.com. Thanks again everyone for reading.

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Last Chance To Enter For Free Swatch Automatic Chrono Watch Giveaway

admin — Sun, 27 Dec 2009 18:28:09 +0000

The holidays are more or less over, the gifts have been given - perhaps a few left dangling "in the mail" somewhere - but few surprises are left. Did you get the watch that you wanted? Did you even ask for it? My philosophy is that unless someone knows exactly what you want (and where to get it), watch lovers should not be given gifts by non watch lovers. You know how it goes. "The sales person at Macy's said you'd love it..." (cringe).

Well you can still be surprised and get a change to win this lovely new Swatch Automatic Chrono "Simply Pure" model watch. I have it here just eager to get on someone's wrist. It is so lonely sitting in it's chic box. I did a review of a different Swatch Automatic Chrono watch, the "Silver Class" here - that is part of the same new collection of timepieces. Remember that is has a new ETA automatic mechanical chronograph movement inside of it. Retail price is $370. The drawing ends on December 31, 2009. Go out with a bang for the decade. Enter for a chance to win it on aBlogtoRead.com right here.

Swatch Automatic Chrono Watch Review

admin — Mon, 21 Dec 2009 08:19:20 +0000

The game changing watch has changed its game. Swatch is one of the most popular names in watches - ever. Probably as well known as Rolex or Seiko, maybe even more do. Swatch is almost single-handedly to thank for saving the Swiss watch industry. It was the high volume sale of pop culture friendly Swiss quartz watches that fed the high-end mechanical Swiss watch making world we have and appreciate today. While this is a bit of an over simplification and there are other details, the bottom line is that Swatch should have a special place in the hearts of watch lovers everywhere.

Most people have very positive associations with the Swatch brand. Either it was some special Swatch watch in your past, or the friendly and fun designs you've been seeing your whole life. If you are like me, you have also been one to give Swatch watches as gifts as they are usually always appreciated, and a good value at that. Many hardcore watch lovers feel like they might have out-grown Swatch watches based on what we remember of them. But unless you have been keeping a close eye on Swatch, you might not realize that they have released some pretty interesting models (even a solid platinum Swatch watch at one point). Remember that Swatch and the Swiss movement making giant ETA are connected at the hip being part of the same group. This means that Swatch gets the benefit of having all the cool movements ETA makes with priority. Plus, Swatch does big volume production, meaning they can invest more into the production process. Any little guy trying to make watches like this would have to charge an arm and a leg. As such, with an interesting and highly complex design, Swatch is still able to sell these at a good price.

While these Swatch Automatic Chrono watches aren't the first mechanical Swatch watches, they are of the first with this new ETA C01.211 automatic mechanical chronograph movement that is based on the classic Lemania 5100. The movement was designed to be durable, accurate, and not too expensive to make. Like the original Lemania 5100, the new C01.211 has some plastic pieces in the movement - but those should have no negative effect on its durability or functionality in the long run. All the important parts of in metal of course. See some of them in what looks to be brass. However, the escapement is in some fancy synthetic material. Overall the movements are comprised of 184 parts, have a 46 hour power reserve, and feature the time, date, and a 6 hour chronograph. In the back of the watch you can view the movement through a mostly semi-opaque crystal window, with two clear areas for where a particular gear is, and above the escapement. The movement is interesting with a large sized automatic rotor. The cloudy glass look of the caseback is likely meant to distract from much of the movement that is not really decorated. It is an interesting approach.

Using the movement is nice. The crown makes a bit of an odd noise when you use it for winding, but it feels like it is contacting the gears securely. Operating the watch is simple, and the chronograph pushers have a secure, if not heavy feel to them. The 6 hour chronograph works just as expected. Overall the movement feels a lot like a slightly less expensive version of the Valjoux 7750, which it essentially is from a hierarchy perspective. There are certainly no 7750 based watches at this price. Pictured is an ETA C01.211 movement, but with a Tissot logo (which is also a Swatch Group brand).

The Swatch Automatic Chrono line is placed within the Swatch Irony collection, but that is hard to determine. Instead, Swatch presents us with five models in the new Automatic Chrono line - each the same in function but in a different skin. My intent is for this discussion to cover the whole line, with emphasis on this particular model, known as the Swatch Automatic Chrono Silver Class watch Ref. SVGK401G. Other models have sub names such as "Right Track, Blunge, Sign in the Sky, and Simply Pure."

Each of the watches has a case which is mostly made out of a high-grade plastic. This is Swatch remember? They have a reputation to maintain. The cases are enhanced with other elements such as metal bezels and casebacks. The plastic used for the case is very tough and also translucent in a cloudy sort of way. Size of the watch is actually deceptively large at about 45mm. It wears smaller though looking ample, but not too large on your wrist. The case is also water resistant to 30 meters.

Aside from different straps, the watches really differentiate themselves in terms of visual style. None of them look the same thanks to Swatch's desire to make all sorts of bezels, and hands, and wild looking dials for the watches. Some are easier to read than other, and each one has its own distinct character. Given that each is within $10 of each other, the best one to get is which ever one you like the most.

From an aesthetic perspective the watches are all fun looking. Swatch utilizes some very fancy machinery to create interesting designs on the dials that are colorful and provocative. Swatch has succeeded in making a watch that is fun to look and uplifting. This Silver Class model has contrast finished Arabic numeral hour markers and prominent chronograph subdials. While the numbers are hard to read in certain lighting situations, the black hands with lume covered tips do an excellent job of contrasting with the with the dial for a nicely legible look. The chapter ring serves as a tachymeter scale, and Swatch places an orange colored chronograph seconds hand in the middle of the watch to add a splash of color to what would otherwise be a monochromatic look. One of the coolest touches on the dial in my opinion is use of a black colored date disc with an otherwise light color face. Neat right?

The Swatch Automatic Chrono models comes with metal, rubber, or leather straps. The Silver Class model has a metal bracelet that is comfy to wear and looks pretty nice. It has a certain relaxed charm to it. Swatch is able to apply a brushed and polished finish to the large links giving them a more dynamic look. I further had a very easy time sizing the bracelet that uses torsion pins. The deployment clasp has micro adjusts as well for precise fitting - something I more or less expect to be in bracelets, but get pissed when they are not.

For a lot of people who are interested in entering the world of mechanical watches for the first time, a cool Swatch like this is a good choice. It is also a good choice for people who aren't really prepared to spend higher "luxury" amounts on more expensive mechanical watches. Priced at between $370 - $380, the Swatch Automatic Chrono is an incredible value for what you can. Plus, you really can't find Swiss made mechanical chronograph movements for less! There is a world of people out there that are destined to enjoy these Swiss watches,with Swiss style, without the Swiss price.

If you are reading this in the month of December 2009, check out the aBlogtoRead.com Swatch Automatic Chrono giveaway were I am giving away a different model.

Learn more or get one at the Swatch online store here.

Thanks to Swatch for the review item. All opinions are 100% independent.

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Free Swatch Automatic Chrono Watch Giveaway

admin — Tue, 01 Dec 2009 08:34:15 +0000

A new month and a new watch giveaway - this time you have a chance at winning a free watch from probably the largest Swiss watch maker, Swatch. The ubiquitous watch brand is the poster child of the Swatch Group, that timepiece that made Swiss watches cool again back in the 1980's. Swatch has come a long way and now has a great new line of automatic chronograph movement based watches, known appropriately as the Swatch Auto Chrono line. There are 5 new models, and each contains a brand new ETA automatic chronograph movement that is based on the classic Lemania 5100. See my review of another Swatch Automatic Chrono model in the same collection here.

aBlogtoRead.com is giving away one of the pictured watches pictured above, it is known as the Swatch Automatic Chrono "Simply Pure." It is about 45mm wide, has a sapphire crystal, stylish, and comes on the black rubber strap. I will be reviewing a different version of the new Swatch Automatic Chrono watches here soon. Retail price for this watch is $370, higher than most Swatch watches you are used to, but this is a different watch all together! Though you still get the innovative inviting styling that you come to expert from the iconically Swiss brand. Learn more about the line or get one at Swatch here.

To Enter You Must:

1. Comment on this post below with your valid e-mail address where required. In the body of your comment should mention a fun story about a past Swatch watch you've had or why you'd like to win the Swatch watch.

2. By entering you are opting in to potentially receive occasional watch related news letters or announcements. You may opt out at any time.

3. Wait until the giveaway is over on January 1st 2010 for the winner to be chosen at random.

A couple of basic rules. You can only enter once. You must comment with a valid e-mail address where you can be reached. Your comment must be confirmed and approved. You must complete the objectives to be considered. You are responsible for providing your contact shipping information if you are chosen. Giveaway watch selection based on sponsor's inventory and watch availability. All comments made after the end of the giveaway period will not be considered. For the full terms and conditions, please click here.

Good luck, and thanks to Swatch (follow Swatch on Twitter here), the sponsor of the Swatch watch giveaway here at aBlogtoRead.com!

Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.

Swatch Group’s ETA Watch Movement Maker Oversteps: Receives Unlawful Monopoly Probe By Swiss Competition Commission

admin — Wed, 10 Dec 2008 18:17:57 +0000

The Swatch Group is the largest watch maker in the world, with a highly complex vertically integrated manufacturing system with a ton of subsidiary and partner companies, as well as watch brands. The goal has always been for each watch component to be made by a company under the Swatch Group Umbrella. They've become so good, that their purchasing of companies and manufacturing arms makes them the premier maker of parts; especially movements. Swatch purchased ETA from Eterna many years ago, which was one of it's wiser decisions. ETA is the premier maker of fine watch movements in the world. They don't produce the highest volume of movements overall, but certainly the highest volume of fine watch movements.

Many brands rely on ETA as a source of movements. There are alternatives, but ETA is really the only place to go for most companies' needs. Last year, ETA announced that it would cease to provide movements to watch companies outside the Swatch Group due to high demand. Many feared the outcome of such a decision, and began purchasing ETA movements en masse. Recently however, there have been a number of complaints to the Swiss authorities regarding the pricing and payment polices at ETA. The complaints and inquires and resulted in a formal government probe into ETA to determine if it engaged in an unlawful monopolistic practices.

The allegations are clear, but the law is complex. Personally, I am not clear on Swiss anti-trust law, but I do know US anti-trust law, and can fathom there are enough similarities. The probing agency is the Swiss Competition Commission. The name is a bit Orwellian if you ask me.Â Be clear that merely having a monopoly is not unlawful. It is the illegal creation or preservation of that monopoly that is. Further it can be unlawful to engage is various types of anticompetitive or oppressive conduct while enjoying a monopoly. The allegations again ETA seem to focus on raising prices in a baseless and unfair manner, and engaging in "payment policies" that are oppressive. Not being clear what this means, I can only guess that ETA is using their market position, and high demand for their movements to charge as much as possible, and require heavy investments into purchasing. This effectively bars a lot of competition, and ensures that if people outside the Swatch Group watch ETA movements, they are going to PAY for it. Another fold in the matter has to do with the fact that ETA is a quasi-governmental entity. Not being too familiar with Swiss culture and government, I don't know what this means, but apparently all of Switzerland has some stake in Swatch and ETA as a whole. This might increase the implications of their actions spurring the probe.

Right now, the probe is only an investigation. Legal charges have not been pressed, and Swatch or ETA is not yet accountable for anything specifically. It might be that the authorities find that ETA has done nothing wrong. Alternatively there could be serious changes in the way they do business. My personal feelings are that the source of the allegations against ETA have to do with their decision to phase out providing movements and parts to third party watch makers outside of the Swatch Group. It was never clear why they did this. One response from them had do with demand. That ETA was at full capacity making movements for the Swatch Group watches, and that increasing productivity to supply independent watch makers with movements would result in lower quality. It it hard to comment on this, but it likely is a move to reduce competition. I'll provide more information as the facts develop. I would not be surprised if ETA made a decision to plan on resuming the supply of watch movements to third party watch companies in some form, and it would greatly upset the Swiss watch movement based industry as it currently exists and would only fuel their competitors (e.g. Sellita and Ronda).

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Written by Mr. Ariel Adams - aBlogtoRead.com, trusted independent watch media.